Writing a compelling and informative job advertisement is key, not only for attracting top talent, but also for ensuring that any potential employees will be a good fit at a company. Job seekers can browse a seemingly unlimited list of vacancies, thanks to job search engines and online networking, meaning employers need to put in the extra effort to stand out. Not only is this helpful for potential candidates, it also helps employers to filter out candidates by specifying exactly what they are looking for in an employee.
As with CVs and cover letters, first impressions are crucial when creating a job post. The job title will always be the first thing people search for and look at; it is especially important for employers to consider what job seekers will type into a search engine as well as creating an appealing job title. For example, a human resources job should have the key words ‘human resources’ and possibly the abbreviation ‘HR’ to make it search-friendly and to ensure the job post reaches its target audience. One useful way of presenting a job title is to look through a range of CVs and pick out a common ‘desired job title’ that matches the vacancy that needs to be filled. However, employers need to be wary that this can limit the number of searches a job advertisement gets.
When it comes to writing a job description, employers need to know their target audience, use persuasive language and use a well-thought out structure. The first thing candidates normally look for in a job description are the requirements. They need to know that they have the suitable qualifications and experience to fill the role and what a company expects from them. A comprehensive list of all the basic requirements is important, but employers should be cautious not to create an overly long and daunting list that could discourage qualified workers from applying.
Striking a balance between trying to hire top talent for the company and being employee-friendly is something to consistently keep in mind when creating a job post. Attempting to hire top talent means they need to feel valued for their skills and that means catching their eye with incentives and rewards for the hard work they could provide. Some job postings fall into the mistake of assuming they would be doing the candidate a favour by hiring them, which can be discouraging. An employee needs to know that they will be a welcome addition to a company and not just another drone worker.
Advertising the company is one way to stand out from competitors; candidates need to know what makes working at one company better than others and what to expect from their new work environment. This part does not need to be an overly long description of the company, but it should give a brief description of what the company does and what its mission is.
After looking at the qualification requirements, 72% of job hunters look at the salary a job offers. Candidates want to know that a job will reward them well enough for their efforts and that it meets their financial requirements. In addition, candidates like to know what perks and benefits the job has to offer; this could be child care, medical insurance or work trips. The purpose of this is to make a company stand out from its competitors and to incentivise candidates that working for a company could provide good opportunities and benefits.
Overall, as with any advertisement, a job post needs to be informative and appeal to its audience; this means selling the company as an ideal place to work at while providing all the necessary information to allow candidates to make an informed decision about their future job. In the end it is about balancing information and persuasiveness to appeal to suitable candidates.